The number of transactions recorded on loyalty cards among participants based on the Index of Multiple Deprivation (IMD) quintiles
| Index of Multiple Deprivation quintile | Transactions | |||
| Cases | Controls | |||
| n* | % | n* | % | |
| 1 (most deprived) | 105 | 20.5 | 188 | 19.0 |
| 2 | 129 | 23.5 | 261 | 26.4 |
| 3 | 121 | 23.7 | 231 | 23.4 |
| 4 | 98 | 19.2 | 185 | 18.7 |
| 5 (least deprived) | 65 | 13.1 | 124 | 12.5 |
| Total* | 511 | 100.0 | 989 | 100.0 |
*No postcode-IMD conversions were recorded for the store postcodes located in Wales and Scotland.